1. Do a word count. Then delete 15% of the words. 2. Change the subject line to the subject line you’d use if you were sending that email to a good friend. 3. If you have a product or service you want to promote, incorporate a mention/link to it in the first few paragraphs of your newsletter. 4. Treat all the clickable text links in the newsletter like descriptive headline copy - the links shouldn’t just be “read more.”